Android-based tablets like Amazon’s Kindle Fire are becoming very popular just as Microsoft enters the tablet market.
How to increase Android tablet shipments, probably the best thing that can be said is that Microsoft will not go away.
Android tablet shipments amounted to approximately EUR 30 million in the fourth quarter, IDC reported today. And that number (the total market) jumps to 50 million if it launches in Apple’s iPad.
“There is no doubt that Microsoft tablet to compete in this race for the long haul,” an analyst at IDC said today in a statement, trying to put the tablet debut of Microsoft in the future.
In fact, this is probably the positive statement that can be made at the time.
Then this: “Reaction to the surface of society with RT Windows tablet has been disabled at best,” IDC said.
Muted in this case amounts to 900,000 units sold “in the channel.”
So, how does it compare with other major suppliers to enter the market? Amazon shipped about 4.7 million Kindle Fire tablets in the fourth quarter of 2011, when the tablet made its debut $ 199.
And Asus, which makes Google Nexus 7 tablet, shipped 3.1 million tablets in the fourth quarter of 2012, the quarter after the debut of the Nexus 7. Many, if not most of these are without a doubt the Nexus 7.
Throw in the total market that IDC reported today (Amazon shipped about 6 million in the last quarter and Samsung almost € 8 million) and it is clear that Android tablets are not only leaving a larger footprint on the market, but they are also eroding the share of Apple.
That leaves Microsoft as a dot in the middle of a boom in Android.
How does Microsoft make money on Android? Lower prices might help.
“We believe that Microsoft and its partners need to adapt quickly to market reality of smaller screens and lower prices,” IDC said.
And as for the long haul? “In the long run, consumers can grow up to believe that high-end tablet computing with desktop operating systems apply a higher premium than other tablets,” IDC said.
This could actually be a long way.
Will Microsoft’s upcoming Windows 8 Surface Pro with laptop-like performance sell in large numbers? We’ll see. But with a starting price of $899, it’s certainly not a bargain compared with Android tablets.